A family-run performing arts organisation in Walsall has been celebrating after being named the local winner of a prestigious national competition that recognises small businesses supporting their communities.
Crystal Academy: Aerial Arts and Dance CIC has been crowned Walsall's champion in the 'Behind the Badge' campaign, an initiative from Sage, the Official Partner of the EFL. The competition shines a spotlight on the small enterprises that serve their local areas with distinction.
Celebrating Community Impact
The recognition forms a key part of Sage's recently announced partnership with the EFL, which focuses on championing the small and mid-sized businesses that help keep communities thriving across the country.
Earlier this year, Sage - the leader in accounting, financial, HR and payroll technology for small and mid-sized businesses - invited fans across all EFL clubs to nominate businesses making a genuine difference in their local areas. Nominations poured in for everything from barbers and cafés to plumbers and printers.
Crystal Academy now joins an impressive list of small businesses from across the nation who have won EFL match tickets and a comprehensive suite of Sage products designed to help them flourish. The prize package also includes local marketing and promotion across both Sage and EFL Club channels.
Where Dance Meets Football
Crystal Academy: Aerial Arts and Dance CIC represents a unique community organisation that successfully bridges the worlds of performing arts and football to inspire young people.
Having started out in borrowed spaces, the academy has always maintained that dance and sport share fundamental values - including teamwork, dedication and passion. They've worked tirelessly to embed these values within the local football community.
Their support for matchday entertainment at Hednesford Football Club has provided young dancers with unforgettable opportunities to perform pitch-side, building confidence and creating magical memories. By keeping classes accessible through funded places, they ensure no child is excluded from participation, helping shy or disadvantaged children develop resilience and pride.
Kirsty Kolmer, Principal of Crystal Academy, expressed her delight at the recognition: "We'd love to grow the Academy and inspire even more young people in our local community to discover their passion for dance and aerial arts. Winning Sage's competition would help us reduce time spent on admin, giving us more time to do what we love most - being in the studio with our students."
National Recognition for Local Heroes
Beyond the 72 small businesses recognised locally, three grand prize winners have also secured bespoke sponsorship packages with their local Club in each EFL Division. These exceptional businesses are Chris's Fish & Chips (Leicester City, Sky Bet Championship), Prime Time Plumbing (Bradford City, Sky Bet League One), and Monarch Mortgages (Gillingham F, Sky Bet League Two).
Sally Moore, Global Head of Sponsorship at Sage, explained why Crystal Academy stood out: "Crystal Academy stood out for its unwavering support of football and youth sport in the Walsall area and its deep-rooted passion for the club. Behind every EFL Club is a dedicated network of small businesses working tirelessly to make a difference in their communities. Sage is proud to celebrate the businesses behind the badge who consistently support their communities and the Clubs they love."
The initiative received endorsement from Emma Jones, UK Small Business Commissioner (CBE), who stated: "The winners of Sage's Behind the Badge competition exemplify the vital role small businesses play in strengthening our communities. These entrepreneurs are the backbone of local economies, driving growth and creating opportunities for people in towns and cities across the country every weekend."
The winning small business will be celebrated during the Sage Small Business Spotlight, which runs from 24th November across all three EFL Sky Bet leagues.
